Whether you are new to digital marketing or you’ve been at it for a while but just can’t seem to capture your audience, it’s beyond time to catch up. 2017 is almost over, and 2018 and the years to come are set to turn online and mobile marketing and advertising into a competitive sport. If you can’t keep up, you could lose your business, and that warning extends to all industries, business of all sizes, and both ecommerce and brick and mortar companies.
If you’re ready to execute a new digital marketing campaign, there is no time like the present to reevaluate what you know. These 20 tips won’t do the work for you, but they’ll definitely give you something to think about.
1. Set an objective.
Do you want to drive 10,000 more people a month to your website? Do you want to become the most-searched-for real estate agent in Santa Monica? Have a clearly defined goal.
2. Create an audience persona.
Who are you trying to reach? Single women, ages 25 to 40? Middle aged fathers with college degrees? Find out who your target audience is and work with it.
3. Learn from your past.
Did you have a digital marketing campaign in the past that didn’t do anything for you? Take some time to analyze why it didn’t work.
4. Stay authentic.
That’s what consumers want right now. Don’t resort to gimmicks just to grab attention, and never do anything that’s dishonest or misleading.
5. Make a list of influencers who can help.
It may be a list of prominent business people in your town or a Kardashian — keep a list on standby and attempt to develop a relationship with these people.
6. Know your brand’s voice.
Are you fun? Authoritative? Does the persona you created respond best to a certain tone? You may already have an idea of your voice but it’s best to define it for sure.
7. Know your target keywords.
You don’t need 100 of them. Four or five should do. These are the words your target audience would use to find your website.
8. Determine what resources you need.
Is your team big enough? Does your budget need an increase? Is it time to overhaul your website?
9. Learn a little something about SEO.
You don’t have to become an expert or fully understand it. Most people don’t anyway. But you do need to know what it is and how you can use it.
10. Focus on the customer experience.
These days, customers tell you what they want instead of you telling them what they need. Focusing on the entire customer experience can set you above the competition.
11. Focus on a quality mobile experience.
More and more people are using their mobile devices to shop for goods and services. Combine that with declining attention spans, and you need to work out something that loads quickly and is easy to use from the smallest smartphone.
12. Don’t give up on building your email marketing database.
You probably keep hearing that email is no longer valuable, but that’s not true at all. It’s one of the handiest tools in your box, and it will help you out when all other channels fail.
13. Include a call to action.
No matter where or how you’re advertising, include a clear call to action, but avoid being generic with phrases like “Click here to learn more.” Be mindful of your brand’s voice.
14. Use photos and videos.
They grab more attention than a wall of content does. Just make sure they are authentic and high-quality.
15. Use social media.
If you aren’t already on social media, you are missing out on free marketing. Facebook, Twitter, Instagram, SnapChat, Pinterest…
16. Engage your followers.
Once you are on social media, make sure you engage with your followers. Don’t talk at them; talk to them.
17. Post regularly.
When you do sign up for your social media pages, make sure you post frequently so that people remember you are there. Just don’t go overboard with hundreds of posts a day.
18. Encourage customers to leave reviews.
From Facebook to Google to Yelp, there are dozens of places where your customers can leave reviews. Encourage them to do so, thank the ones who do, and apologize or offer resolution to the ones who leave negative reviews.
19. Use good copy.
Your website’s content should be engaging and attractive to read. Don’t skimp on providing that to your customers.
20. Be flexible.
Finally, when your marketing campaign is in place, monitor it. If it’s not working tweak it or pull it if needed. Don’t obsess over start and end dates.